There’s a new contender on the green supermarket scene – one that won’t demand your whole paycheck. If you’ve ever spent $3 on a single avocado you’ll join me in my excitement over Fresh & Easy Neighborhood Market. With an ambitious slogan promising “Fresh, Wholesome Food at Affordable Prices”, I was eager to see if they delivered.

Fresh & Easy stores are sprouting up in parts of California, Nevada and Arizona, with one of the latest opening last month in my neck of the woods — Hollywood, CA. The simplistic (borderline sterile) 10,000 square foot store is lined with shelves full of reasonably-priced private label products. You can buy four avocados for $3 (yes, you read that correctly) as well as some popular brand-name products, also at hard-to-beat prices. Fresh & Easy has aimed to keep stores small while still providing a place for customers to do all their everyday shopping. And so far they’ve done a great job helping me tackle my weekly grocery list.

Aside from their inevitable focus on the bottom line, Fresh & Easy says they care about the environment as well. So much that they’ve instituted energy efficient practices like the use of solar panels, energy efficient light bulbs, non-Styrofoam packaging, recycled materials whenever possible and local sourcing of products.

In addition, F&E is also taking the uncommon approach of bringing their stores to what they refer to as “traditionally underserved” communities, like their new location that opened last month in Compton, Los Angeles.

Fresh & Easy plans to open 100+ new stores over the next year. Click here to see if you’ll be lucky enough to get one in your area.